Find an organization’s business plan, marketing plan, or corporate “About Us” web page. Look at the mission, objectives, and/or target market. Are they accurate and relevant? Now look at their social media efforts. Do they match? Everything done in social media should be checked to ensure it is in line with organizational vision and mission. Every social effort should help meet business objectives and be focused on talking to and with the right target audience. If there is a disconnect between the stated mission and current social media activity, which should be updated?

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